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Sunday, April 17, 2005

Nike Golf sees dollar signs in the ball that Woods used in his magical Masters chip-in

Nike Golf sees dollar signs in the ball that Woods used in his magical Masters chip-in: "Nike sees dollar signs in the ball Woods used in his Masters chip-in
Nike sees dollar signs in the ball Woods used in his Masters chip-in
Marketing experts believe that Tiger Woods' shot reinforced Nike's message that it is a leading performance golf brand.

04.13.2005 08:44 pm (EST)

BEAVERTON, Ore. (AP) -- It was a Masters moment that will forever linger in memory: Tiger Woods' chip shot crawling to the lip of the cup, the ball teetering for what seemed like an eternity, its tiny swoosh slowly rolling up into view before dropping in.

For Woods, it was a triumph. For Nike, it was a marketing coup -- and a lucky one.

Some 2,750 miles away from the 16th hole at Augusta National, Nike Golf's director of marketing Chris Mike was scrambling for the phone. Nike, he suggested to a colleague, had the makings of its new ad campaign.

Through its nearly decade-long alliance with Woods, Nike has sought to gain ground in the golf equipment and apparel market. The company currently has a 9 percent slice of the golf ball market that's dominated by Titleist and Callaway Golf.

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